ClickTracks to merge with marketing technology provider J.L. Halsey
Web analytics software company ClickTracks has been acquired by marketing technology provider J.L. Halsey, the company that already owns Lyris Technologies and EmailLabs. The deal includes $7.7 million in cash and $2.9 million in Halsey common stock paid to investors, plus an additional potential performance-based payout of $3.81 million over two years.
ClickTracks will operate as an indirect wholly owned subsidiary J.L. Halsey. John Marshall will continue as ClickTracks’ CEO. While J.L. Halsey will continue to invest in research and development, sales and marketing at ClickTracks, no restructuring actions are planned, according to the company.
The move is expected to accelerate new product development and integration. “ClickTracks` growth has been entirely organic for the past four years,” Marshall says. “Being a part of J.L. Halsey now opens up a significant opportunity for ClickTracks to serve a larger customer base with expanded support, new integrations and quicker time to market with our upcoming features and products.”
Over the 18 months, in addition to maintaining currently integrated products for email marketing and web content management for small and medium-sized businesses, ClickTracks has mapped out integrations for analysis of e-mail campaigns, AB split testing, and web site changes throughout its new family of products.
The Hot Banana deal is valued at $2.8 million in U.S. dollars, including cash and potential performance-based payouts over the next two years.
The acquisitions transform J. L. Halsey into one of the largest providers of marketing technology solutions to mid-sized businesses, and they double the combined company`s client base to 13,000. J.L. Halsey chief marketing officer Loren T. McDonald estimates that mid-size market segment, defined as companies that have marketing departments with one to five full-time employees, includes as many as 100,000 companies. McDonald says the company’s expanded offering is targeting mid-sized companies seeking a comprehensive integrated online marketing platform as well as those seeking specific point solutions.
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